Smart Data Is Genius

Smart Data Is Genius

Dana Blanco-Revah and Mark McQuay of Havas Group explain why everyone should get data smart.

It’s not just how much data you have—it’s what you do with it. Dana Blanco-Revah and Mark McQuay provide a few steps for turning big data into smart data.

Why should everyone have at least a basic understanding of how to organize and optimize data?

DB: Data is all around us, and we work with data even if we don’t realize it. In that sense, this course is relevant for everybody, even if at first glance this isn’t evident. When you work for a media agency, the need to be fluent in data becomes clear and will be fundamental for the Group’s success in the near future.

MM: One key concept we try to get across in the course is that even if you don’t think you work with data, you do. A lot of people hear that “we are a data-driven company” but don’t really understand the degree to which this is true. The use of data is what separates a gut decision from an informed one, and this is something we all need to be aware of.

"The datasets are so large that it can be hard to extract meaningful information from the numbers alone."

What do we mean by “big data?”

MM: The easiest way to describe big data is by using the 5 Vs—a set of five important characteristics. The first V is for volume, because big data comes in massive quantities. The second is for variety—big data can have many different shapes and sizes. The third is for velocity—it can come thick and fast. The fourth V is veracity—big data is not always the most precise. And fifth is for visualization—smart data needs to be visualized to be understood, because the datasets are so large that it can be hard to extract meaningful information from the numbers alone.

What do we mean by “smart data?”

DB: The term smart data means that big data is put into focus and action. It is the 5 Vs along with a sixth: value. In other words, smart data is simply big data with an objective that generates value and can guide decision-making within an organization.

MM: Yes, and smart data can filter out data that you have that isn’t useful. So you’re left with only what is useful for your business. If the data you have isn’t smart, it won’t bring any added value to the business.

So, how do you turn big data into smart data?

DB: By focusing on specific business objectives and key performance indicators, or KPIs, it is possible to decide what data you need and which gathering process will be the most effective for retrieving it. Afterward, you may need to look for tools like data management platforms, DMPs, that you can use to integrate and make sense of the gathered information. It really takes a whole team to make this work, which is why we go through the specific steps of how it’s done within Havas Group, throughout chapter two of this Smart Data course.

How can smart data benefit people with varying roles—inside and outside of marketing?

DB: It’s not how much data you have that counts—it’s what you do with it. The ways in which we can gather, sort, and store data are endless and so are the ways of analyzing it to draw insights.

Tell us about this new Havas University initiative—100% Smart Data. What’s the goal, and how will the company as a whole benefit?

DB: Havas University serves as a global platform for all Havas employees worldwide. The idea is to keep collaborators across the globe up-to-date with subjects that impact their work and the industry as a whole. The goal of 100% Smart Data is to give a general overview of how data is used within Havas, what this means for our clients, and how it can allow us to optimize our efforts and work better alongside them. This is a unique quality assurance for our clients, showing just how important data can be to us as a company.

MM: Another benefit is that the course was made entirely in-house by experts from all around the world. We had three-course leaders, Maria Garrido based in France, Michael Kaushansky in the U.S., and Juan Manuel Damia from LATAM. The course gives a voice not only to these key leaders within the company, but also to the 30+ global experts who we worked with to create the course content.

How will each individual benefit?

MM: The course was designed to give an overview of the ways data has been used throughout the company. Understanding other people’s roles helps connect individuals in different areas of the company and widen their perspectives. It can also inspire people to be innovative and explore new ways of using smart data, which can only be a benefit.

DB: And this training will allow everyone to know more about his or her own workplace, because we use Havas experts from around the world to explain the fundamental concepts surrounding data collection and use. It is meant to put Havas’ practices into perspective, and we hope it will help collaborators better comprehend how the agency’s strategy is built around the fundamental building block of data.

"The subject of data isn’t going to go away; in fact it will only get more and more important."

Why learn about smart data now?

DB: Because if we don’t get ahead today, we‘re going to be left behind tomorrow.

MM: I agree. In such a competitive media environment, it’s important to be ahead of the curve. The subject of data isn’t going to go away; in fact it will only get more and more important. So learning about it now means that we will already have the tools in place to use data effectively when we need them.

What would you say to someone who feels overwhelmed by learning about data, analytics, and insights?

DB: Learning everything about data or analytics can, no doubt, be overwhelming. So first of all, I would recommend that people tackle things in parts and remember that a little effort can go a long way. Learning is not so much a task as it is a habit. That’s why we’ve divided the Smart Data curriculum into 10- to 15-minute sections that will allow you to learn on the go and continue your day-to-day activities, without feeling overwhelmed.

MM: We tried to avoid jargon and to keep the course conversational and easy to follow. We’ve also made an effort to bring a strong visual element to the training using tailor-made infographics to explain some of the more daunting topics of the course.

Is there something about data that you wish everyone knew?

DB: The topic is not necessarily a geeky or nerdy topic, and you shouldn’t be overwhelmed by the technical or legal implications it may present. Learning about data is within everyone’s reach, and the best way to learn is by taking the 100% Smart Data course on havasuniversity.com.

MM: I think a lot of people have the misconception that “data” is something big and scary. It’s true that there are social and legal issues around the collection and usage of data, but for the most part, there are protections in place to prevent abuse. In reality, the use of data is hugely beneficial for the agency, for the client, and for the consumer.

It’s not just how much data you have—it’s what you do with it. Dana Blanco-Revah and Mark McQuay provide a few steps for turning big data into smart data.

Why should everyone have at least a basic understanding of how to organize and optimize data?

DB: Data is all around us, and we work with data even if we don’t realize it. In that sense, this course is relevant for everybody, even if at first glance this isn’t evident. When you work for a media agency, the need to be fluent in data becomes clear and will be fundamental for the Group’s success in the near future.

MM: One key concept we try to get across in the course is that even if you don’t think you work with data, you do. A lot of people hear that “we are a data-driven company” but don’t really understand the degree to which this is true. The use of data is what separates a gut decision from an informed one, and this is something we all need to be aware of.

"The datasets are so large that it can be hard to extract meaningful information from the numbers alone."

What do we mean by “big data?”

MM: The easiest way to describe big data is by using the 5 Vs—a set of five important characteristics. The first V is for volume, because big data comes in massive quantities. The second is for variety—big data can have many different shapes and sizes. The third is for velocity—it can come thick and fast. The fourth V is veracity—big data is not always the most precise. And fifth is for visualization—smart data needs to be visualized to be understood, because the datasets are so large that it can be hard to extract meaningful information from the numbers alone.

What do we mean by “smart data?”

DB: The term smart data means that big data is put into focus and action. It is the 5 Vs along with a sixth: value. In other words, smart data is simply big data with an objective that generates value and can guide decision-making within an organization.

MM: Yes, and smart data can filter out data that you have that isn’t useful. So you’re left with only what is useful for your business. If the data you have isn’t smart, it won’t bring any added value to the business.

So, how do you turn big data into smart data?

DB: By focusing on specific business objectives and key performance indicators, or KPIs, it is possible to decide what data you need and which gathering process will be the most effective for retrieving it. Afterward, you may need to look for tools like data management platforms, DMPs, that you can use to integrate and make sense of the gathered information. It really takes a whole team to make this work, which is why we go through the specific steps of how it’s done within Havas Group, throughout chapter two of this Smart Data course.

How can smart data benefit people with varying roles—inside and outside of marketing?

DB: It’s not how much data you have that counts—it’s what you do with it. The ways in which we can gather, sort, and store data are endless and so are the ways of analyzing it to draw insights.

Tell us about this new Havas University initiative—100% Smart Data. What’s the goal, and how will the company as a whole benefit?

DB: Havas University serves as a global platform for all Havas employees worldwide. The idea is to keep collaborators across the globe up-to-date with subjects that impact their work and the industry as a whole. The goal of 100% Smart Data is to give a general overview of how data is used within Havas, what this means for our clients, and how it can allow us to optimize our efforts and work better alongside them. This is a unique quality assurance for our clients, showing just how important data can be to us as a company.

MM: Another benefit is that the course was made entirely in-house by experts from all around the world. We had three-course leaders, Maria Garrido based in France, Michael Kaushansky in the U.S., and Juan Manuel Damia from LATAM. The course gives a voice not only to these key leaders within the company, but also to the 30+ global experts who we worked with to create the course content.

How will each individual benefit?

MM: The course was designed to give an overview of the ways data has been used throughout the company. Understanding other people’s roles helps connect individuals in different areas of the company and widen their perspectives. It can also inspire people to be innovative and explore new ways of using smart data, which can only be a benefit.

DB: And this training will allow everyone to know more about his or her own workplace, because we use Havas experts from around the world to explain the fundamental concepts surrounding data collection and use. It is meant to put Havas’ practices into perspective, and we hope it will help collaborators better comprehend how the agency’s strategy is built around the fundamental building block of data.

"The subject of data isn’t going to go away; in fact it will only get more and more important."

Why learn about smart data now?

DB: Because if we don’t get ahead today, we‘re going to be left behind tomorrow.

MM: I agree. In such a competitive media environment, it’s important to be ahead of the curve. The subject of data isn’t going to go away; in fact it will only get more and more important. So learning about it now means that we will already have the tools in place to use data effectively when we need them.

What would you say to someone who feels overwhelmed by learning about data, analytics, and insights?

DB: Learning everything about data or analytics can, no doubt, be overwhelming. So first of all, I would recommend that people tackle things in parts and remember that a little effort can go a long way. Learning is not so much a task as it is a habit. That’s why we’ve divided the Smart Data curriculum into 10- to 15-minute sections that will allow you to learn on the go and continue your day-to-day activities, without feeling overwhelmed.

MM: We tried to avoid jargon and to keep the course conversational and easy to follow. We’ve also made an effort to bring a strong visual element to the training using tailor-made infographics to explain some of the more daunting topics of the course.

Is there something about data that you wish everyone knew?

DB: The topic is not necessarily a geeky or nerdy topic, and you shouldn’t be overwhelmed by the technical or legal implications it may present. Learning about data is within everyone’s reach, and the best way to learn is by taking the 100% Smart Data course on havasuniversity.com.

MM: I think a lot of people have the misconception that “data” is something big and scary. It’s true that there are social and legal issues around the collection and usage of data, but for the most part, there are protections in place to prevent abuse. In reality, the use of data is hugely beneficial for the agency, for the client, and for the consumer.

Natasha Smith

Strategic Communications Manager

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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